Strategic Content Development

The heart of the year-long engagement centered on Under Armour’s strategic goal to prominently feature their top-tier athletes during key product launches and major sports events. 

Understanding the pivotal moments that shape an athlete’s career, STN developed a comprehensive content strategy that went beyond traditional media. 

The approach was to celebrate each athlete in a way that resonated with both their persona and the brand’s identity, ensuring that each piece of content felt both fresh and relevant.

One standout example of the tailored content strategy was the work done for De’Aaron Fox after he signed with Curry Brand. Knowing Fox’s affinity for Anime, STN crafted a social media narrative inspired by “Dragon Ball Z,” adapted to parallel Fox’s career achievements. 

This creative pivot not only captivated his fanbase but also caught the attention of Stephen Curry, whose engagement further amplified the campaign’s reach.

Execution and Impact

Through meticulous planning and collaboration with Under Armour, STN identified significant moments and campaigns to align with the brand and its goals. 

STN Digital’s team delved deep into the athletes’ interests to create content that was not just seen but felt. This personalized approach allowed for genuine stories to emerge, as seen when Justin Jefferson chose his STN-created illustration as his profile picture—a nod to the personal connection and authenticity of the content.

Results

The campaign’s success was marked by high-profile interactions and an enthusiastic reception from the athletes themselves. Highlights included: 

• Celebrity Engagements: Key posts received direct interactions from high-profile figures like Stephen Curry and Dwayne Johnson, whose engagements propelled the content to broader audiences.
• Athlete Endorsements: Justin Jefferson was so impressed with his illustrated portrayal that he made it his profile picture, a testament to the personal connection and approval of the content.
• Fan Engagement: The innovative approach to athlete spotlight content led to heightened excitement and engagement from fans, distinguishing Under Armour’s social media presence from competitors.

By understanding the athletes’ unique stories and integrating pop culture elements, STN Digital helped Under Armour forge a deeper connection with their audience, thereby elevating the brand’s profile and achieving remarkable engagement on social platforms.